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Three Minute Happiness

Experimentation: that’s what you need.  

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One of the great things about the web is that you can shove stuff up there and see what happens without breaking the bank or getting fired. If it bombs no worries but if it’s a success then you can build a whole campaign around it. But far too few clients actually do this.

The famous example is of course subservient chicken. Burger King didn’t like the idea, Crispin were not that behind it but briefed Barbarian, gave them 15k and they mucked about with it and sort of, er, released it.

Obviously it took off. Crispin and Burger King were then smart enough to see how popular it was and then create TV spots and posters that made the chicken even more famous. A star of an integrated campaign is born. But nothing would have happened without the initial mucking about online.

In a interesting twist to this sort of thing I saw the documentary behind the Happiness Factory – Weiden’s lovely animated coke spot. This is the other way round – you had a great TV ad first that everyone loved. But then someone thought, let’s make a 6 minute version – it will cost a bit more to make the film but we don’t need any media spend we’ll just put it on the web and see what happens. So now you have a brilliant extension to the thought that actually, really, makes me want to go out and buy a coke. Try watching the film without saying ‘sweetness’. Good weekends to you all. Sweetness.
Published Jul 06 2007, 09:12 AM by James Cooper

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